Conversion optimization for email

© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward @hunterboyle #email

Conversion Rate Optimization for Email

Plus Two Special Offers!

Chris Goward Founder & CEO WiderFunnel @chrisgoward

Hunter Boyle Senior Biz Dev Manager AWeber @hunterboyle


•  Developed WiderFunnel’s processes, including the LIFT Model™ & Kaizen

•  Conversion rate lift of 10% to 750% for every multi-test client

•  In demand as a speaker

•  New book by Wiley: “You Should Test That!”

Get a free chapter at: YouShouldTestThat.com


Presenter: Chris Goward, Founder & CEO


•  Conversion Rate Optimization –  Strategy, design, copywriting & testing –  Landing Page Optimization

•  Advanced testing for complex businesses

•  Conversion rate lift of 10% to 750% for every retainer client

The Conversion Optimization Agency


•  Optimized content marketing, email and conversions for variety of clients, e.g., 575% sales lift for 1800Hotels.com

•  Speaker, webinar host/blogger featured on MarketingProfs, MarketingSherpa, MarketingExperiments, Success.com; former Internet Marketing Report editor

•  Loves educating marketers on content and conversion rate optimization – and helping them achieve ROI gains

Hunter Boyle Sr Biz Dev Manager AWeber @hunterboyle

Presenter: Hunter Boyle, Sr. Business Developer


•  What do we do? –  Easy to use Email & Social Marketing Tools

•  Newsletters, autoresponders, opt-in forms, A/B tests, apps

–  Ideal for digital marketers, bloggers, SMBs – Over 100,000 customers worldwide –  Award-winning marketing blog and resources

Email Marketing Delivered


Who wants to dive right in with a test?


Newsletter Opt-in Page A/B Test

Control: Simple form, good track record Goal: Increase blog newsletter subscriptions


Newsletter Opt-in Page A/B Test

Version B: ü  More context, WIIFM ü  Third-party credibility ü  Second form at bottom


A B

321% Opt-in Lift

Which opt-in design won?


How to Quadruple Your Opt In Rate

(Full Case Study)

http://bit.ly/321optins

Controlled Test Results


Background Official tourism organization of BC Opt-in checkbox on all landing pages The Goal More newsletter subscriptions


A

B

C

Which Opt-in Design Won?




Control

Challenger

Challenger


12% Opt-in

Conversion Rate Lift

Controlled Test Result


Conversion Optimization Is Being Under-valued




Are You Missing The Potential?



Let’s Correct Some Misconceptions


Myth: “Best Practices” Advice Gives “Best Results”

If You’re Not a Part of the Solution, There’s Good Money to be Made in Prolonging the Problem.


Myth: Green Buttons Work Best


Myth: Red Buttons Work Best


Myth: Orange Buttons Work Best


Truth: Winning Design Depends on Context!


MVT Whiz-bang

Weak Ideas

Brilliant Results

Myth: Multivariate Testing Gives Best Results


“Spend 10% on Tools, 90% on People”

- Avinash

Truth: Pareto was (almost) right


Conversion Rate

Oops…

Old Page New Page

Myth: You Don’t Need Controlled Testing


© 2012 Chris Goward

Myth: Usability Testing is a Substitute for CRO


Real Conversion Optimization Is…




Conversion Optimization


How? Create Powerful Hypotheses


Clients globally: US, UK, Canada, Spain, Sweden, Israel, Australia, Japan

These Frameworks Work in All Industries


(Note: For more, search “WiderFunnel Lift”)

TM

Relevance Clarity

Anxiety Distraction

Urgency

Knowing what to test: Using the LIFT™Model


Background Millions of daily emails to opt-in list Highly optimized, but hit a plateau The Goal More e-commerce revenue


LIFT™ Analysis Distraction: Shipping deal gets lost in the busy header

Clarity: Sommelier Video is below the fold

Distraction: Too much space taken at the top of the page

Distraction: Item number is given high prominence

Clarity: Customer ratings are below the fold / No link to reviews above the fold

Relevance: “You May Also Like” is less relevant to email traffic

Clarity: Product description is below fold

Clarity: Label image is non clickable to enlarge Clarity: The typeface is small within the pricing / product section

Urgency: Little Urgency messaging for time-sensitive offer


A B vs.

Which Test Challenger Won?


5% Conversion Rate Lift

&

41% Revenue/Visitor Lift



A B vs.

Which NEW Test Challenger Won?


7% Conversion Rate Lift

over “Countdown” Version



Marketing Insight!




Make your Email Messaging more powerful •  10 evaluations available for today's webinar attendees

•  Scheduled on a first-come, first-served basis

To Qualify:

1.  Email: [email protected]

Subject: CRO

2.  Include the URL of the email, or forward it, with brief overview

3.  Minimum 10,000 active subscribers

Special Offer #1 Free Offer: Email Messaging Evaluation


Interested in a Free Conversion Page Evaluation? •  10 time slots are available for webinar attendees group

•  Scheduled on a first-come, first-served basis

To Qualify:

1.  Email: [email protected]

2.  Tell us the URL of the web page you’d like evaluated

3.  Minimum 30,000 unique visitors per month

Special Offer #2 Free Offer: Custom Web Page Evaluation


Free Web Page Evaluation 1.  Email: [email protected]

2.  Tell us the URL of the web page

3.  Tell us the traffic volume / mo.

(Min. 30K visitors/mo)

Email Messaging Evaluation 1.  Email: [email protected]

Subject: CRO

2.  Include the URL of the email, or

forward it, with brief overview

3.  Minimum 10,000 active subscribers


Hunter Boyle Senior Biz Dev Manager AWeber @hunterboyle

Questions?

Conversion optimization for email

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email marketing

widerfunnel marketing

content marketing

email andconversions

awardwinning marketing

optin design won

ab tests

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